THE IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER BEHAVIOR: A CASE STUDY OF SOCIAL MEDIA INFLUENCERS

Abstract

The primary objective of the research was to investigate the influence of social media advertising on consumer behavior in Addis Ababa, Ethiopia. Out of a stratified sample of 384 respondents selected from the city, 315 completed the self-administered questionnaires, which were collected upon completion. The data collected was analyzed using SPSS version 23 software, employing both descriptive statistics (such as frequency, percentage, and mean) and inferential statistics (including multiple regression and correlation). The findings of the study indicated that factors such as communication, product match up, source attractiveness, and source credibility significantly and positively affect consumer behavior. Therefore, the study concluded that these factors play a crucial role in shaping consumer behavior in response to social media advertising. Based on the study's results, it is recommended that social influencers prioritize aspects such as likeability, familiarity, physical attractiveness, and relatability in their advertisements. Furthermore, ensuring authenticity, impartiality, expertise, and timeliness of the source are also important considerations for effective social media advertising strategies.